Solution Provider News: October 2021


Avery Dennison Acquires Vestcom
Avery Dennison has completed its acquisition of Vestcom, a provider of shelf-edge communications and specialized marketing and labeling services for the retail industry, for $1.45 billion.

Vestcom will help advance Avery Dennison’s strategies, including accelerating its adoption of smart labels, by bringing new assets to drive similar automation and data management offerings. This move will synthesize and streamline store-level data and deliver item-specific, price-integrated and promotional messaging at shelf edge. 

As one, Avery Dennison and Vestcom plan to accelerate their respective solutions, and combine inventory availability, price management and frictionless checkout to offer a complete solution across multiple U.S. retail channels. New capabilities include an end-to-end retail experience that bridges the physical and digital, driving conversion amongst retail shoppers, while providing opportunities to engage shoppers at the point of purchase with digital solutions embedded directly into apparel and footwear items.

OneView Commerce Launches on Microsoft Azure
Software company OneView Commerce has teamed with Microsoft Corp. to offer its solutions on the Microsoft Azure platform, signifying the combination of OneView’s unified commerce transaction engine with Azure’s infrastructure. The launch aims to extend the point of sale to any place along the buying journey, enabling retailers to secure brand loyalty and drive revenue opportunities. 

OneView’s platform infrastructure, using Azure functions, aims to create a seamless connection between physical store operations and digital engagement with a unified commerce transaction engine built on cloud-native, API-first architecture. A framework with feature-as-a-service functions will provide immediate access to hundreds of pre-built commerce microservices, such as search, add product and calculate to enable retailers to manage any interaction. Connections can also be made through physical and digital interactions ready for market or easily customized and scaled per unique retailer needs.

Biotech Company Amyris Acquires Influencer Marketing Agency
Global influencer marketing agency MG Empower has been acquired by California-based Amyris, a synthetic biotechnology company and sustainable consumer brand manufacturer in the clean health, beauty and wellness markets. For Amyris, the acquisition of London-based MG Empower represents its continued investment in the future of marketing by establishing an operating model that places digital technology and influencer marketing at the core of its future growth strategy, which is underpinned by the appointment of MG Empower’s founder, Maira Genovese, to the executive board. General Manager Bruno Genovese was appointed CEO of the agency this year.

MG Empower — which provides digital influencer marketing services across five continents to brands including Amyris, Bumble, Chopard and TikTok Bytedance — will operate as an independent entity within Amyris and continue to serve and expand its portfolio of international clients. MG hopes the acquisition by Amyris will help it expand its global footprint, scale new business lines and invest in developing its proprietary technology.

GroundTruth Grows Support for No Kid Hungry
Location-based marketing and advertising technology company GroundTruth is expanding its relationship with national hunger relief organization Share Our Strength’s No Kid Hungry campaign to provide advertising and marketing solutions supporting the mission.

The company also joins No Kid Hungry’s network of corporate partners, which includes several retailers and U.S. restaurants. As a partner, GroundTruth will work with developing and activating food awareness marketing campaigns in communities across the country using a variety of different media formats, including connected TV, mobile, desktop and social media. This also includes working closely with national restaurant brands to drive donations, community engagement, donating ad impressions and matching donations.

No Kid Hungry has been focused on ending childhood hunger since 2010 by launching and improving food programs aimed at providing all kids with healthy food. Since 2018, GroundTruth has been providing direct access to location-based marketing solutions through its self-serve ad platform to help No Kid Hungry reach relevant audiences, highlight community resources and drive awareness for meal services. The joint effort is part of GroundTruth Impact, a cause program focused on creating sustainable change in communities through GroundTruth’s location-based advertising technologies.

InMarket Expands Curbside Solutions
Location data company InMarket has expanded its curbside solutions to help brands and retailers meet shifting consumer behavior in today’s evolving omnichannel environment. The expansion enables brands to target and engage audiences curbside, and measure the success of their omnichannel marketing efforts across an integrated offering.

The expanded offering follows the general availability of InMarket’s “Curbside Audiences” across data management and demand supply platforms in August. With the expansion, the company’s curbside solutions include expanded audiences. The solution, now available across multiple verticals and brands across big-box, quick-service restaurants, grocery, department and specialty store channels, can be custom built to drive incremental purchases and shopper loyalty. There are also real-time activation and analytic capabilities that identify key demographics, attributes, motivations and opportunities.

Zebra Technologies Partners with Retail Consulting Firm
Retail consulting firm Columbus Consulting International has partnered with Zebra Technologies Corp. to join the mobile computing and manufacturing company’s PartnerConnect program. Columbus Consulting is on board as Zebra’s “Alliance Partner Track” as a consulting partner, focusing on software integration and data management.

Participating in the PartnerConnect program gives Columbus Consulting access to a product and supplies portfolio (comprised of Reflexis and Zebra Prescriptive Analytics SaaS solutions), comprehensive training, and finally marketing, sales and technical resources.

Columbus Consulting credited Zebra’s long history of developing exceptional hardware technologies and its growing SaaS portfolio for retail and CPG companies as its reason for joining the PartnerConnect program.

Columbus Consulting’s retail experts have worked with retailers and brands for the past 20 years. The consulting firm offers services ranging from strategic insights to tactical project delivery. Columbus Consulting recently witnessed a shift among clients as they became more eager to utilize the rich volume of data generated from day-to-day business operations. 

Criteo Expands E-Commerce Advertising with Integration
Online advertising company Marin Software is integrating with Criteo’s Commerce Media Platform to expand e-commerce advertising capabilities. The integration aims to help brands manage and optimize both Criteo marketing solutions and retail media campaigns — from display advertisements on the open web to promoted products appearing on retailer websites — all within the MarinOne platform.

Criteo will now offer Marin clients access to elements of its Commerce Media Platform, where brands can activate and measure advertising campaigns against a large set of commerce data. The integration aims to provide MarinOne’s clients a more complete growth solution across search, social and e-commerce advertising.

The self-serve MarinOne platform unifies commerce advertising with paid search and paid social campaigns, while simplifying reporting and management of advertising campaigns across channels. Automated insights help advertisers identify growth opportunities and improve ROI. In addition, bidding tools help advertisers plan and pace campaigns to hit their targets.

Takumi Acquires Media Buying Agency Unieed
Amid its expansion into the U.S. market, Takumi, an international influencer marketing, branding and social media platform, acquired Unieed, a content and strategic media-buying agency that specializes in content-driven campaigns working with leading outdoor and cycling brands.

Since 2015, Takumi has worked to expand its talent and offerings to further its mission of professionalizing and growing the “createch” economy. Takumi’s evolution of createch enables creators to commercialize their talents and have seamless input into brand activations. This acquisition solidifies Takumi’s growth within the U.S. along with the addition of several new hires in leadership roles.

The acquisition of Unieed will expand the company’s global paid media offerings and build out the paid media team in both Takumi’s London and New York offices. Joe Adsett, founder and managing director of Unieed and a Facebook-certified media-buying professional, has led more than 3,000 successful marketing campaigns across the world. He will now join Takumi as paid media director.